One of the U.S. travel industry’s most respected figures is taking the lead in reassuring travel advisors and visitors that the country remains a safe and welcoming destination and will deliver a holiday packed with positive experiences.
Speaking to Selling Travel in London this week, Elliott Ferguson, President and CEO of Destination DC, said he understood why some agents might have concerns about sending clients to the U.S. but claimed the country, and the nation’s capital in particular, remains welcoming and inclusive.
“Washingtonians overwhelmingly love diversity. More than 14% of the population identify as LGBTQ+, and we have heard from people that attended World Pride recently that they felt an overwhelming sense of welcome.”
However, he admitted: “We have to do a lot more in terms of separating ourselves as a destination from the federal government…I am a believer in making sure that we don’t ‘weaponise’ tourism.”
He added: “Why should anyone listen to a person who is responsible for promoting a destination to tell them that they should come visit? I get that, but what I will say is that as a ‘minority’ in the U.S. I feel very comfortable.”
His advice for agents is to experience the destination for themselves or draw on their own conclusions if they’ve already visited.
“We rely heavily on those that travel to the U.S. to tell the story of the reality of the destination and address any concerns,” he said.
“I know that there have been some worries in terms of the rhetoric, but the reality is the number of people gaining access to the U.S. has not changed under this administration compared to previous ones so let’s make sure that the story that is told is one of the overwhelming sense of welcome that visitors feel when they visit us.”
Speaking in Chicago at IPW a few days earlier, Ferguson urged the media and delegates to “share the warmth” they had experienced in the city.
“When we travel, we realise how much more alike we are than how different we are,” he said.
“I appreciate political factors can influence travel, and it is down to each individual to decide where they want to spend their vacation time, but people don’t travel for politics, they travel to experience a different destination and enjoy memorable experiences.
“They want to go home with positive experiences and of being made to feel welcome.”
Visitor numbers from the UK to DC are up 2.7 per cent year-on-year compared to the same period in 2024.
